Team Boone: Picking Up Sales With LiftsToday

A low-hours, 2021 Dieci Icarus 40.17 telehandler experienced a surge of buyer attention after Kentucky equipment dealer Team Boone placed an editorial ad for it in the new LiftsToday magazine. In the three weeks online before the issue went to print, the Dieci’s corresponding premium listing on LiftsToday.com tripled its click-through rate and logged more than seven times the screen impressions than the entire month prior. A buyer traveled more than 1,700 miles from Phoenix, Arizona, to buy the $140,000 telehandler, which was located just south of Louisville, Kentucky.

“That was the very first one we sold off of LiftsToday,” says Mason Parrish, Vice President of Team Boone. “Once it printed, I think we sold that within 48 hours. It was really quick.”

Giving Sales A Lift

Parrish gave the new LiftsToday print publication a try at the recommendation of Sandhills Global sales representative Paul Kenny. The monthly magazine is preparing to double its print frequency by moving to a biweekly format in July 2023.

“That’s actually worked out really well for us,” Parrish says. “I think the very first issue he put us in, I think we sold three machines on it. . . Yeah, LiftsToday is going great.”

Going Strong In Kentucky

Team Boone was established by Mike Boone in 2007. Located in Bardstown and Shepherdsville, Kentucky, Team Boone is an authorized dealer for Genie, Hyundai Construction Equipment, XCMG, FAE, and others, providing sales, rentals, consignments, and parts. The dealership has a logistics company and its own, non-exclusive finance company.

Team Boone also designs, builds, and warranties its own line of hydraulic breaker attachments, dubbed Independent Breakers. “They’re great hammers,” says Parrish. “We can’t keep enough in stock. We were out at ConExpo and we bought three other brands of breakers just to put them up against ours for testing. Our smaller hammers were beating everyone’s bigger hammers, so we’re very pleased.”

Partnering For Higher Sales

As company vice president, Parrish is involved in the day-to-day operation of practically every part of the business, including advertising. Team Boone has had good success with ads on the front covers, back covers, and other priority pages in Machinery Trader, TractorHouse, and other Sandhills trade publications. “We’ve done decent in TractorHouse,” he says. “Obviously, Machinery Trader we do really well with. Machinery Trader is the No. 1.”

Sandhills’ Paul Kenny has assisted Team Boone with a variety of products and services, including AuctionTime sales and consignment. He’s also helped out with FleetEvaluator market research on machinery pricing, telling Parrish “where the market’s at on some things, if we’re too high, or too low and we need to raise our price,” Parrish says. “He does a really good job as far as analyzing what we’re doing. He’s really helped us out a lot.”

The dealership’s website, TeamBoone.net, is hosted by Machinery Trader and includes an e-commerce store and custom showrooms for Dressta and Hyundai equipment.. “I mean pretty much anything Paul has thrown our way has worked for us, to be honest with you.”

Expansion Plans

A new facility in Brooks, Kentucky, will double Team Boone’s current operating space. When the new lot and steel building are completed, Parrish estimates that the company’s inventory will expand from approximately 300 to 500 pieces of equipment.

Team Boone is also expanding its sales territory for XCMG construction machinery, taking on Nashville, eastern Tennessee, eastern Kentucky, and all of Virginia. The firm plans to establish satellite offices in the area over the next couple years. And as the dealership grows, Machinery Trader, LiftsToday, and other Sandhills brands will be there to help Team Boone continue to flourish.

A version of this article first appeared in Sandhills Magazine. You can find the current issue and back issues in the Sandhills Magazine Archive.